Liva plans to double its footprint to 4,000 stores in next two seasons

Aditya Birla Group’s fabrics retail brand Liva has presence in over 2,000 stores across 140 cities with 7 million garments tagged to the brand and they are planning to double its footprint to 4,000 stores across the country in the next two seasons, a senior company official said.

Grasim Industries Managing Director and Aditya Birla Group Business Director (Pulp and Fibre Division) Dilip Gaur said in a release issued that with the launch of Liva Connect, a b2b digital platform, they aim to give access to the unorganized sector and ensure that they widen and deepen the market at the same time.

Currently, the per capita consumption of viscose fibre in the country is 0.2 kg, while globally it is 0.75 kg.

Globally, man-made fibres have growing faster than cotton, with viscose-based fibre growing at 27 per cent annually while normal textiles have grown at 5 percent over the past few years.

Since the domestic market has been stagnant, they intend the portal to be an ideal platform for the trade to come on board to drive the eco-friendly vision of Liva fabric. Liva, which is focused on women’s clothing, has also forayed into sarees segment.

Birla Cellulose has also been working on specialty fibre within the viscose segment that accounted for 36 percent of the total portfolio in the just concluded year, compared to 28 percent in the previous year.